AMEX's 'Doctor’s Orders: The Physician’s Perspective on Meetings and Events' survey questioned 505 physicians worldwide to help pharmaceutical companies better understand the elements of the meetings that attract physicians. On average, respondents were invited to 16 meetings in 2015, but only attended half of those events. Of these, 67% said they attended speaker dinners, 66% said they regularly attended symposia, 53% said congresses, while 52% said product meetings were useful.
In terms of the key aspects of the events, physicians cited content as one of the most important considerations when deciding whether to attend a meeting. Presentation format, use of mobile technology, and opportunities to connect with other attendees are other areas physicians feel could be enhanced. Improved use of mobile was prioritised by 52% of younger respondents, compared to 34% of older respondents.
The most important benefit of attending an event, according to 74% of the survey respondents, was to help their practice. The least important benefit, at 39%, was sharing research and experience with others in their field.
The survey was completed by physicians in numerous countries, including Australia, Brazil, China, Hong Kong, Italy, Germany, France, the US, the UK, and Mexico.
Issa Jouaneh, senior vice president & general manager at American Express Meetings & Events, said: "Attracting physicians and designing effective, compelling meeting experiences is critical to the ongoing success of pharmaceutical-sponsored meetings. By better understanding the shifting expectations of physicians, meetings organisers can ensure that their events are a more effective channel for professional networking, product education, awareness and feedback."
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